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Smart Ads, Real Results

Runyan J: Smart Ads, Real Results

Your Guide to Paid Advertising

This concise introductory textbook enables students to understand and apply the key concepts of marketing.

Concepts and Contexts

Introduction to Marketing

The Business of Pitching will be the first major work looking at how business pitches for the Public Relations industry are conceived, planned, delivered and assessed. The PR industry is now worth in excess of £13bn and employs around 85,000 people in the UK alone. This practical, yet academically referenced, five-part guide takes the reader through a carefully conceived process for successful pitching. Throughout fifteen real life case studies amplify the main learning points. Examples range from multi-national corporations to NGOs. The authors' expertise is based on their business and coaching skills, and is enriched with their knowledge of relevant, contemporary multi-disciplinary literature.

The Public Relations Perspective

The Business of Pitching

Deliver proven, data-led marketing performance and leadership insight across the modern marketing organization. In the fully updated second edition of Marketing Metrics by Christina Inge, marketing leaders gain the strategic tools needed to build enterprise-grade, data-powered marketing strategies that deliver measurable business results. Written for CMOs, marketing directors and senior analytics leaders, this authoritative guide shows how to translate marketing metrics, data and analytics into informed decision making, stronger governance and clear financial impact. Featuring new content on AI-powered marketing metrics and enterprise analytics capability, this book equips senior professionals with the frameworks and models required to embed measurement into marketing leadership and long-term strategy. You will learn how to: - Implement a data-first marketing strategy aligned with business outcomes - Measure channel, campaign and brand ROI with confidence - Apply AI-powered metrics including predictive customer lifetime value - Build enterprise analytics capability and AI-ready marketing teams &gt;Supported by real-world examples and practical strategic models, this book provides senior marketing leaders with the tools to strengthen accountability, guide investment decisions and deliver measurable marketing performance at scale. Themes include: marketing metrics, marketing ROI, data-driven marketing strategy, AI in marketing analytics, customer lifetime value, marketing leadership

Leverage Analytics, Data and AI to Optimize Marketing Strategies

Marketing Metrics

World Scientific-Now Publishers Series in Business

Marketing for Economists and Life Scientists presents a new perspective on marketing, i.e., viewing it as a mechanism to reduce pre-purchase risks. Since products are designed, produced and marketed to pre-selected target markets, there are consumers whose preferences differ from that design and may find ex post that the product does not fit their needs. This long assumed heterogeneity among producers and consumers is viewed as the ground for uncertainty. Spanning over 18 years of research, Heiman and Zilberman focuses on marketing tools designed to reduce uncertainty and incorporates marketing thinking and principles into an economic framework. The mathematical detailing has been reduced to a minimum and the theoretic principles will be presented in the text. The book has been written for economists and life scientists to understand what marketing is and how it can be used to create demand and profit and market innovations.

Marketing For Economists And Life Scientists: Viewing Marketing Tools As Informative And Risk Reduction/demand Enhancing

Hidden Code

Secret Science Behind Every Memorable Brand

Hidden Code of Branding

Develop culturally intelligent marketing strategies for a digitally connected global marketplace. International Marketing is designed for postgraduate marketing students studying International Marketing and International Marketing Strategy. This textbook equips students with the theoretical frameworks and applied tools required to design, implement and evaluate marketing strategies across borders in an increasingly digital and regulated environment. Sue Ollerhead explores how brands can enter, compete and grow internationally while remaining culturally sensitive, legally compliant and strategically coherent. This book integrates core international marketing theory with practical application, covering market entry strategies, dynamic pricing, cross-border brand positioning and digital platform management. Students examine how organizations adapt products and services to meet local market needs while maintaining universal quality standards, sustainability commitments and ethical responsibility. Legal and regulatory considerations are embedded throughout, alongside discussion of environmental impact, societal expectations and global governance frameworks. Real-world examples from Coca-Cola, Depop and MPesa illustrate how international marketing decisions influence long-term brand performance and customer relationships across diverse markets. This textbook includes: - Guidance on digital international marketing, including market entry, pricing and cross-border brand strategy - Chapter overviews, key learning outcomes, key concept boxes and exercise questions - Online resources including lecture slides and a lecturer's manual with exercise answers - Strategic insights and analysis on operating effectively within international environments

Utilize a Digital Approach in International Marketing Strategies

International Marketing

This timely book challenges the prevailing notion that marketing is--or should be--a purely scientific discipline. Drawing inspiration from Germaine Greer's claim that "marketing is the art form of the twentieth century," Tasgal argues that the field's relentless pursuit of scientific rigor--particularly its imitation of physics through universal laws, reductionism, and "arithmocracy"--has suppressed marketing's artistic and cultural essence.Tasgal delivers a powerful call to action for marketers and communicators, urging them to reclaim creativity from the margins and restore it to the heart of their work. He asks why creativity was ever isolated and reserved for a select group of "creatives," rather than recognized as fundamental to all marketing endeavors.The Art in Marketing Book offers a compelling vision for bridging the false divide between science and art in marketing, showing how a shift toward an art-centered approach can unlock greater distinctiveness, creativity, and meaningful insight for brands in today's complex marketplace.

Why we need less science and more art in marketing

The Art in Marketing

Harriman House

24 Ways to ignite your imagination

Your Creative Flame

This book summarizes the 'rules of the service game' and presents the distilled lessons from three leaders' decades-long experience in consulting, teaching, and research on service, summarizing the 'rules of the game' they have learned. In particular, the authors emphasize that people (customers, employees, and managers) remain a prominent key to success in service, regardless of the level and extent of technology, robotics, and artificial intelligence (AI) involved.Embracing the social psychology of the various stakeholders and the settings in which they interact is critical for the long-term health of service organizations because this is what can yield sustainable competitive advantage. To be effective, service leaders need to understand the complexities of people so that they can create and support appropriate psycho-social contexts in their organizations.This book draws on the interrelated disciplines of social psychology, organizational behavior, and organizational psychology to distill fundamental principles that help inform the effective management of people and their organizational contexts. This book summarizes the most important 'rules of the game' on how to build effective service organizations for people to innovate, design, and co-create value.Rules of the Service Game provides a sharp and concise summary of how to manage a service organization by three thought leaders in this field. It reveals how people are central to the development of services whether those are delivered via technology, personally, or -- more likely -- a combination of these. This book deals with the organizational and contextual issues that produce the service quality marketing promotes. A central focus of the book is talent management -- how to attract, retain, and manage the talent necessary for creating and implementing the wide range of service delivery systems that will be required in the future.

Rules of the Service Game: What Service Leaders Need to Know

Smart Ads, Real Results

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